AdCert

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Advanced Certificate (AdCert)

Overview

 

For those moving to strategic roles who are responsible for delivering effective campaigns for clients

Flexible enrolment so you can begin whenever you're ready

1 year to complete

Member fee: £1706.67 + VAT  £1365.33 + VAT*

Non-member fee: £2400 + VAT  £1920 + VAT*

*20% off with our January sale. 

Enrol today

Anticipated Time Commitment 

 The following is a rough guide as to the time commitment that should be expected for this qualification.

Active learning

Training Sessions

Total 

1 webinar, 5 full-day training, and a two-day masterclass

55-60 hours 

Assessment work

Ethics (15%)

Portfolio (60%)

Reflection (25%)

Total 

3-5 hours 

8-12 hours 

10-12 hours 

21-29 hours 

Core Units

Note: The highlighted tables indicate an ‘either’ ‘or’ in units.

TITLE

TRAINING OBJECTIVES

Ethics in PR and Communications

  1. To have a clearer understanding of what is acceptable professional advice and behaviour and what is not acceptable/illegal.

Planning a Strategic PR Campaign

  1. Understand the importance of strategic PR planning
  2. How to use the POSTAR planning tool
  3. How to integrate PESO into your strategic campaign planning
  4. Developing clear messaging
  5. Measurement and evaluation

Navigating Campaign Budgets

  1. Understand the basics of the financial element of campaign management
  2. Create more realistic budgets
  3. Gain tools to improve the profitability of your campaigns

Account Management

  1. A greater confidence in deploying strategies and tactics on successful account management
  2. Understanding the language of account management – both verbal and physical – and deploying it effectively
  3. Identifying different client types and altering behaviour to ensure good relations
  4. How to keep campaigns on track
  5. Delivering good news and bad news
  6. Developing a client strategy to grow the account

Client Management: A strategic guide to successful client relationships

  1. To understand how to make difficult working relationships better and good working relationships great.
  2. Learn how to confidently negotiate deadlines, tackle difficult situations and present your ideas with clarity and persuasion.
  3. Develop the tools to set expectations at each stage of the working relationship, from the 'honeymoon' period at the start of the contract to the long-standing retained client.

Honing Your Copywriting Skills

  1. Develop greater confidence in own ability to produce a wide range of PR and marketing materials in less time.
  2. Be able to adapt your natural writing style to suit different mediums and messages.
  3. To be able to edit your own and other people’s copy more easily and more effectively.

Two-Day Crisis Management Masterclass

  1. Gain a thorough understanding of crisis and issues dynamics
  2. Gain an understanding the psychology of communication and its role in crisis management 
  3. Build knowledge about how to prepare, plan and train most effectively
  4. Be equipped with a list of actions to take in a crisis.
  5. Gain methods for achieving client/top management buy-in